Towards an identity-based brand equity model

In the context of increasingly interchangeable product and service offerings, brands are crucial drivers for product purchasing and usage decisions. Thus, they constitute a substantial intangible asset for most companies. In order to maximize this asset, current research has developed various brand equity models. However, the majority of these base their approach on an outside-in perspective by focusing on buyer perceptions of the brand and their related buying behavior. An integrated approach including for example employees as an important internal source of brand equity, has so far received little attention. The following paper aims to close this gap by developing a new integrated brand equity model. This research explores the sources of brand equity from both internal and external perspectives at the behavioral and financial level in order to achieve a more accurate and sustainable brand equity measurement approach.     

Identity salience and shifts in product preferences of Hispanic consumers: Cultural relevance of product attributes as a moderator

Culturally relevant products, services, and communications play a crucial role in the success of ethnic targeted marketing. Employing a bi-dimensional approach, two studies examine how cultural relevance of product attributes interacts with acculturation level, and situational and contextual factors to affect product attribute evaluations (PAE) of Hispanic consumers. Across both studies, cultural relevance had main effects on PAE. In Study 1, cultural relevance interacted with cultural situations to affect PAE. Hispanic consumers evaluated Hispanic (or Mainstream) relevant product attributes more favorably when exposed to a Hispanic (or Mainstream) cultural situation. In Study 2, cultural relevance interacted independently with cultural primes and acculturation level to significantly affect PAE. PAE shifted as a result of cultural primes and moved toward being typical to the activated cultural identity. Results are discussed in the context of consumer acculturation, social identity-based consumption, biculturalism, and cultural frame shifting.     

声誉、认同与组织动态

笔者刻画了维系社会经济组织运行的两种机制:集体声誉和个体声誉的互动,与内化的价值和组织认同.第一种机制表明:组织声誉对组织的成员具有激励效应,一个组织的声誉租金越高,这个组织中的成员就会越诚实可靠.第二种机制表明:组织成员对这个组织的认同感越强,那么它自己违规的激励就越小,而且还会有更强的激励来惩治其他违规的成员.笔者最后还讨论了对中国社会转型的含义.     

创新奖励与员工创造力角色认同关系研究

基于社会认知理论探讨创新奖励与创造力角色认同关系,验证创造力自我效能感的中介作用,同时,辨析结果公平感知对该关系的调节作用。结果表明,创新奖励对创造力角色认同具有显著正向影响,创造力自我效能感在创新奖励与创造力角色认同之间起部分中介作用,结果公平感知在创新奖励与创造力自我效能感之间起调节作用。最后,探讨了研究的管理意义以及未来研究方向。     

推崇还是诋毁:财富认同的城乡差异

缩小城乡物质财富差距是实现共同富裕的中心议题。理解城乡居民对财富的认同差异及其根源,对于促进共同富裕并改善宏观政策的包容性与精准性具有重要意义。利用中国社会状况综合调查（CSS）2017年问卷数据进行实证分析,结果表明：相对于城市居民,农村居民对于财富获得更多地表现为推崇,认为已有财富获取主要来自于个人的努力;城市居民则更倾向于诋毁,认为财富主要来源于社会不公平或个人行为的不道德。究其原因,在于城市的社会复杂性及其社会信任体系的瓦解,使得城市居民更加怀疑其他人财富获得的正当性和合法性。进一步研究表明,公平感知的增强能够有效提高人们对财富获得表现为推崇的概率。文章认为,在城乡融合发展进程中,应保持财富分配的合法性和公平性,警惕信任危机以及由此引发的社会经济问题,从而促进共同富裕的新发展进程。     

故黄河与名城徐州特色的强化

城市特色是城市内涵和城市竞争力的根本所在.故黄河堪称徐州人民的母亲河,她不仅承担着农田灌溉和防洪排涝的功能,更肩负着历史与文化的使命.经过多年的开发治理,故黄河已经成为名城徐州的一条生态景观走廊和美丽的风景线,但其历史文化价值还远没有得到充分挖掘.本文从实际出发,分析徐州在故黄河景现打造和文化塑造中存在的主要问题,并对进一步加强故黄河文化资源保护与开发、强化其在徐州城市特色中的地位与作用提出有针对性的对策建议.     

品牌形象构成模型综述与评价——消费者与企业视角下的品牌形象构成与关系解析

品牌形象是品牌研究领域的重要概念,然而品牌形象的系统结构始终没有得到学术界广泛和统一的共识。本文从企业和消费者两方面的角度对品牌形象的构成模型进行了综述与评价,指出品牌形象是连接消费者头脑中的品牌联想与企业建立的品牌识别的中间变量,企业与消费者之间通过品牌形象建立了互动与信任的关系。文章提出了基于消费者心理与企业战略的品牌形象研究框架,并指出了品牌形象构成模型未来研究的方向。     

住房反向抵押贷款与传统抵押贷款的对比分析

住房反向抵押贷款本质是以房屋融通资金,并以此为核心拉动养老、保险、房地产等多项社会活动.将反向抵押贷款和传统的抵押贷款对比分析可以更好的理解两种模式的特点和运作.用同一性分析和差异性分析对两种抵押贷款在基本属性和运作上的进行探讨.而组合性分析则是对两种抵押贷款在计算和操作上的分析.     

Why culture matters for transport policy: the case of cycling in the UK

Policy seeks to support cycling as a form of sustainable and active travel, yet, cycling levels in the UK remain low and evidence about interventions mixed. Data from a qualitative sociological study is used here to explore the difference that cultural meanings make to cycling practices in four different English urban areas. Specifically, we discuss differences between places with established cycling cultures and those with newer cycling cultures. Drawing on concepts from practice theory we discuss the role that cultures of cycling play within the four places, and suggest how the meanings of cycling, including its association with other social identities, are connected to the materials and competences seen as necessary for cycling. Our research highlights the embedding of transport in local as well as national cultures, and the associated need for policy-makers to take culture seriously in considering how to shift transport practices.     

Resolving identity ambiguity through transcending fandom

Identity construction involves accumulating cultural, social, and symbolic capital, with initial endowments being accrued through socialization into one’s habitus. This research explores the experiences of individuals that feel a lack of capital, which leads to ambiguity regarding their identities and places in the world. Through in-depth interviews, this interpretive research shows that such individuals may turn to fandom for gaining status and belonging. Fandoms are consumption fields with clear, limited forms of cultural capital. Through serial fandom and engagement with fandom in different ways, individuals were able to learn the skill of identifying and accruing relevant cultural capital. The skill became decontextualized and recontextualized, allowing individuals to transcend fandom and accrue general forms of cultural capital. Learning the skill aids individuals in dealing with the simultaneously debilitating and empowering freedom of contemporary consumer culture. Moreover, gaining cultural capital could be altogether developing into the form of the process we describe.